Indian takeaways on Top Hat menu

By DITA DE BONI

Mainland Products' subsidiary Top Hat Convenience Foods has branched into the exotic, buying up frozen Indian takeaway producer Aashiayana.

The purchase price has not been disclosed, although Top Hat's David McAteer said last night "the deal means millions to me."

Aashiayana products are sold in Foodtown supermarkets, mainly in Auckland. They have a market share of about 50 per cent in their core sales area, and hold about 25 per cent of the national market for Indian convenience food.

Top Hat will take over the production, marketing, selling and distribution of the range, including popular sellers butter chicken, rogan josh and beef vindaloo.

Top Hat aims to use the "excellent performance" of the product so far to negotiate with supermarkets and retail outlets outside the Foodtown chain for shelf space.

The Aashiayana brand was previously family owned and originated from the Auckland restaurant of the same name. The Aashiayana chefs will become part of the Mainland group and director Balbindar Basi will oversee quality control.